Bukalapak: Expanding customer offerings in E-Commerce

bukalapak phone screen protection
Bekasi, Indonesia - Sept 8,2020: Bukalapak apps on smartphone, popular apps for marketplace in Indonesia

How Bukalapak diversified its revenue streams by generating value-added services to its merchants and customers.

The Challenge

Indonesia is one of Asia’s foremost mobile-first nations with 70% of their internet traffic coming from mobile devices. Estimated at $40 billion in 2019, Indonesia’s Internet economy has more than quadrupled in size since 2015 at an average growth rate of 49% a year. As the largest and fastest growing Internet economy in the region, Indonesia is well on track to cross the $130 billion mark by 2025.

However, a roadblock that eCommerce in Indonesia faces is the security of online payments and eCommerce delivery reliability. A report by JP Morgan in 2019 found that Indonesia still has significant rates of online eCommerce fraud. With the booming eCommerce scene in Indonesia, there is an increasing gap due to the inherent risks associated with the eCommerce market – damage and loss during transit.

The Solution

Bukalapak teamed up with Igloo to offer six different protection policies to merchants and consumers on its platform:

  • Delivery
  • Electronics
  • Digital Goods
  • Goods Protection
  • Returns Insurance
  • FLEXAS protection (Fire, Lightning, Explosion, Impact of Aircraft)

This provides merchants and consumers risk protection for common eCommerce pain points, while building trust in conducting business and purchasing on Bukalapak.

Solution features

Smart recommendations

Curating product recommendations according to what customers have in their cart or based on their current purchase history allows customers to feel like the platform is tailored for their needs. This in turn increases transaction value and conversion rates for Bukalapak.

Seamless purchase and activation journey

The purchase and activation of our policies takes just a few steps. For instance, when a customer buys a new phone, our recommendations engine offers a Phone Screen Protection (PSP) policy to insure their new device.

Fuss-free claims management and processing

When a claim has to be made, customers need only to log on to the app and submit their claims. The turnaround time for reimbursement is short as well, after claims are. A list of authorised repair shops is also available in-app, which help consumers get their devices repaired quickly.


Google, Temasek, and Bain & Company 2019. ‘e-Conomy SEA 2019′ https://www.blog.google/documents/47/SEA_Internet_Economy_Report_2019.pdf/

Indonesia-Investments.com, May 2016. ‘Online Scams in Indonesia: 26% of Consumers Become Victim of Fraud.’ https://www.jpmorgan.com/europe/merchant-services/insights/reports/indonesia

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